Why are toys selling out? Might be mommy blog buzz

By MAE ANDERSON | December 20, 2011 | 10:15 AM EST

These days, mommy bloggers don't just gab about spilled milk and poopy diapers. In fact, they've become so influential in the $22 billion toy market that toy makers go to great lengths to get their seal of approval. Their thumbs-up is particularly important during the holiday shopping season when toy makers hope to create the next hit toy.

It's a major shift for toy companies, which have always given out samples of new dolls, games and other playthings to drive sales. Five years ago, they handed out 98 percent of those products to TV stations, newspapers and magazines. But today, as much as 70 percent go to bloggers.